Online giant quietly launches meal kits

7/19/2017

Amazon isn’t wasting any time in entering the booming meal kit category.



Mere days after a trademark filing sparked speculation around the online giant’s interest in the prepared foods category, Amazon is offering a prepared meal delivery service, Amazon Meal Kits, in select markets. According to customer reviews on Amazon’s website, the offering has been available since late June, according to GeekWire.



One Seattle-based Prime member told GeekWire that Amazon currently offers 17 different meals, including vegetarian options. The meals take approximately 30 minutes to prepare, the report said.



The fresh meal kits are available through the company’s Amazon Fresh grocery delivery service, which carries a $14.99 monthly fee. This is on top of the annual Prime membership fee.



The new offering will help Amazon gain an even stronger foothold in the grocery industry. In June, the online giant announced that it plans to purchase Whole Foods for $13.7 billion.



Speculation about Amazon’s intention to enter the meal kit marketplace earlier this week had immediate effect on fresh meal provider Blue Apron. Already riddled with a less-than-impressive initial public offering in late June (selling at $10 per share), Amazon’s fresh kit trademark announcement took a toll on Blue Apron’s stock in early trading on Monday, July 17.




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